Key Takeaways
- Marcus Collins will headline B2BMX 2027 with a keynote on how organizational culture creates the conditions for people, teams, and companies to grow.
- Powered by Advertising Week, B2BMX 2027 returns to Carlsbad, CA, on Feb. 22-24 with actionable sessions, visionary keynotes, and a curated B2B marketing audience.
The first keynote speaker B2BMX 2027 has been announced: Marcus Collins, Professor at the Ross School of Business, University of Michigan.
Dr. Collins is an award-winning marketer and cultural translator with one foot in the world of practice—formerly serving as Chief Strategy Officer at Wieden+Kennedy, New York—and one foot in the world of academia—as a professor at the Ross School of Business, University of Michigan. His deep understanding of culture has enabled him to bridge the academic-practitioner gap for blue-chip brands and startups alike.
An inductee into the American Advertising Federation’s Advertising Hall of Achievement, Dr. Collins received the 2023 Thinkers50’s Radar Distinguished Achievement Award for the idea most likely to shape the future of business management. His strategies and creative contributions have led to the launch and success of campaigns for Fortune 500 brands like McDonald’s and Google.
What B2BMX 2027 Attendees Can Expect From This Year’s Event
Powered by Advertising Week, B2BMX 2027 is returning to the Omni La Costa Resort & Spa in Carlsbad, CA, from Feb. 22-24, 2027. The three-day conference and marketplace experience is packed with unparalleled value, offering actionable sessions and visionary keynotes that deliver strategies you can implement immediately.
B2BMX brings together a highly curated and diverse collective of the most influential professionals shaping the future of B2B marketing and sales. This powerhouse audience represents strategic drivers at leading global B2B organizations.
Why Marcus Collins Is the Right First Keynote for B2BMX 2027
Dr. Collins’s keynote, titled GETTING TO GOOD SOIL, will focus on the greatest determinant of an organization’s success is predicated on its culture—not talent, skill, or know-how, but the environment in which that talent is planted, the organization’s cultural soil. This is the backstage of an organization that allows its front-stage to flourish when it attempts to engage audiences.
Ever wonder why impressive new hires fail to thrive within an organization despite their past successes as individual contributors? Or why corporate mission statements tend to have zero impact on a company’s bottom line? Dr. Collin’s will outline it’s because our (mis)understanding of what organizational culture actually is and how it works that prevents us from leveraging its power to influence behavior at scale and help our organizations grow. This is a problem that continues to challenge leaders (from interns to CEOs) and organizations (from corporations to sports teams) regardless the context (B2B or B2C).
This session draws on a century’s worth of scholarship and decades of corporate experience to help organizations get to GOOD SOIL and unlock the power that helps people grow, teams flourish, and companies thrive.
To register for B2BMX 2027 being held at Omni La Costa Resort & Spa in Carlsbad, CA, from Feb. 22-24, 2027, click here.